ADVERTISING: The Price of Liberty

When the Nov. 23 issue of Atlas Corp.'s
Liberty appeared on U.S. newsstands last week, its chief feature was
not editorial but a whopping 16-page ad, largest ever run in a national
weekly. The ad: Lionel Corp.'s entire Christmas catalogue of toy
electric trains.

Lionel, back at its old stand as the world's No. 1 toy trainmaker after
four wartime years spent turning out $19 million worth of navigational
instruments, hoped to do a $10,000,000 business this year. To do it,
Lionel wanted a million catalogues to tell U.S. small fry about its
wondrous new models that smoke and whistle while...